Multichannel customer engagement - Building an online marketing strategy to drive campaign effectiveness and business success

Executive Summary

Digital channels are now competing with offline channels as profit drivers. In fact, websites are neck and neck with in-person channels for profitability, and they are now the top priority for future investments. In a recent Forrester Research survey, 66% of eBusiness and channel strategy professionals ranked websites as an investment priority, far ahead of the 39% who cited in-person channels like stores, branches, and showrooms.

Smart marketers realize the importance of establishing a strong presence across digital channels to seize a greater share of the market. But how can marketers widen their reach while maintaining control over their messaging across so many channels? Chief marketing officers (CMOs) worldwide struggle with this paradox as they pursue multichannel marketing (MCM) to tap key revenue streams. Ignoring certain channels is not an option: The result is a devastating loss of revenue as rival companies quickly fill gaps in underserved channels.

This paper highlights the ingredients involved in a successful multichannel strategy and introduces how the next-generation online marketing platform can help you achieve your multichannel marketing goals.